Global brand experience. Direct, practical marketing leadership for challenger brands, founders, and agencies.
The ideal blend of strategic global experience and agile execution.
What clients get
I work with brand leaders who know their business inside out but need external clarity on their audience, positioning, and messaging. The sectors vary – tech, gaming, automotive, healthcare, media, D2C and B2B – but the brief is usually the same: bring focus where there's been complexity and confusion.
That means clear strategy, senior judgement, and someone who stays close enough to the detail to make sure the thinking gets used – not filed away.
I bring you…
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Solutions first
Pragmatic, commercially grounded thinking, focused on what will move your business forward.
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Collaboration
As a partner who works alongside your team, not around it – aligning priorities and challenging thinking when needed.
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Reliability
Providing consistency and follow-through, so decisions get made with confidence instead of rushed under pressure.
A personal approach informed by global experience
Before founding HCxConsulting, I spent 15 years at Microsoft, working on everything from PCs, console launches, games and accessories to the Xbox Game Pass subscription service and multi-million-pound global campaigns across TV, out-of-home, digital and paid media.
I started in the UK retail team, working across the wider consumer portfolio and partnering with retailers like Amazon, GAME, and John Lewis. From there I moved into an EMEA role leading Xbox retail strategy across the regions, and finally into global Xbox marketing D2C activation.
Throughout, my strategic goal was always the same: audience-focused campaigns that landed purposefully in local markets while staying true to Microsoft's global brand.
What I valued most in every one of those roles was the problem-solving: bringing clarity to complexity, aligning teams with different priorities, and finding a practical way forward when the easy answer wasn't available. That's how I still work for my clients: decisive, strategic, and focused on measurable impact.
I set up on my own because I wanted to bring that level of thinking to growing brands and agency teams who don't usually get access to it. Since 2023, I’ve applied it across different sectors and growth stages – helping leadership teams sharpen their positioning, make better marketing decisions and turn strategy into practical delivery.
I move quickly, I work directly with the people actually running the business, and everything's built around their specific goals, not a generic template.
My philosophy
Everything I do comes back to three questions: Who are your actual customers? What makes you genuinely different? How do you reach them?
Audience-obsessed isn’t a phrase I use for effect – it's how I approach every brief. Before I talk about channels, content, or budgets, I want to understand exactly who we're talking to and what they care about. That focus tends to produce clarity quickly, which is what I’m being paid for.
What makes me different
The honest answer is the combination of scale and intimacy. I’ve worked on global campaigns, major franchises and genuinely complex multi-market briefs, while offering the direct access and continuity that can be harder to find in a larger agency. The person you meet at the start is the person doing the work.
I sit in the middle of strategic experience and hands-on execution: the thinking is rigorous, but the output is always practical and actionable. Clients don't leave with a beautiful deck they don't know what to do with – I close the gap between strategy and reality.
I take on clients I genuinely believe I can help, and I'm honest when I'm not the right fit. It's why most of my clients come back or refer others.
Clients work directly with me from first conversation to final delivery – you get my experience, my full attention and no hand-offs along the way. My role is to help you set clear priorities, align the people delivering the work and make sure marketing activity supports the wider business goals. I shape the thinking and stay close enough to make sure it gets used.
A bit about me
Outside of work, my two sons keep me grounded and remind me what balance really means. It’s important to me to be a strong role model for them whilst supporting others and leading with honesty, empathy, and clarity.
